Monthly Giving Talk at the 2015 Blackbaud Conference
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Wendy Marinaccio Husman and Jeanne Horne presented Play It Again, Sam at BBCon 2015 in Austin, TX.
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Monthly Giving Talk at the 2015 Blackbaud Conference
- 1. Play It Again, Sam Monthly Giving Programs for sustaining donations “As Time Goes By” PRESENTED BY JEANNE HORNE, SHARE OUR STRENGTH WENDY MARINACCIO HUSMAN, MAL WARWICK|DONORDIGITAL
- 2. Here’s lookin’ at you, kid 2 #bbcon
- 3. ‘As Time Goes By,’ monthly donors rule with #NoKidHungry #Donordigital. Here’s looking at you, #BBCon. 3 #bbcon Tweet this now
- 4. Share Our Strength Jeanne Horne Senior Manager, Digital Communications Share Our Strength P No Kid Hungry is ending childhood hunger in America P Feeding kids where they live, learn and play P Engaging the public to make child hunger a national priority
- 5. Donordigital Wendy Marinaccio Husman Senior Account Executive Donordigital P Integrated, multi-channel strategy P High-level and granular analysis P Full copywriting and design creative service P Production and management services
- 6. Why Monthly Giving Rules! • Revenue you can count on • Increase donor lifetime value • No need to renew • Planned giving prospect pool • Donor preference: “set it & forget it”
- 8. Components of A Program • Recruitment • Upgrades • Re-engagement • Retention • Tracking • Testing
- 14. Monthly giving upsell lightbox
- 15. Monthly giving upsell lightbox
- 16. Monthly giving upsell lightbox
- 17. New Donor Welcome Series
- 18. Sustainer “BLITZ” campaign Components: Goal, deadline & thermometer Email series Direct mail piece Tele-funding Integrated emails Online advertising/paid search Home page lightbox Donation form testing Upsell lightbox E-Miles donor acquisition Premium/incentive Segmentation with targeted asks: Join, renew, upgrade Segment versioning for ask string
- 22. Appeal Emails
- 23. In the mail Current donors • Mailed appeal – on the response form (organic) • Mailed appeal – dedicated sustainer ask • Monthly newsletter bangtail • Welcome package to new donors
- 27. Telefunding • Phones are the #1 offline recruitment channel • Target audiences • Get people on the phone as soon as they make a gift; convert right away • Donors HPC $25-99 with 2+ gifts • Email in support of the ask
- 29. 0 50 100 150 200 250 300 350 400 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 Monthly Gi3s New Monthly Gi3s New Monthly Donations
- 31. 3 Rules of Asking for More Just follow the rules: 1. Use specific upgrade amount 2. Process to avoid duplicating monthly gift 3. Get the data right
- 34. Retention • Stewardship • Acknowledgement & receipts • Donor benefits • Talk to sustainers like you know them • Segment/suppress correctly • Stop loss • Keep credit cards current • Telefunding
- 37. Stop-loss • Credit card expiration • Donor services number easily accessible • Staff member check for expired cards • Triggered email series for upcoming expirations • Website forms • Mail • Phone • Other card issues • Similar strategies for lost/stolen or reissued cards
- 38. Donor services
- 39. Re-engage lapsed donors 39 #bbcon
- 40. We want you back • Re-join attempts • Triggered email series • Annual receipt with lapsed member postcard • Phone calls • Track re-acquired donors • Back in the regular communications flow • Conditionalize content • Online ads targeted to lapsed sustainers
- 43. Metrics & tracking 43 #bbcon
- 44. Metrics to Track • Total revenue by campaign, month and year over year • Break out monthly from single gifts • New monthly donors • Upgraded donors • Avg. gift amounts • Avg. duration (months) on file • Source of gifts
- 45. Test, test, test 45 #bbcon
- 47. Before & After
- 48. Use our calculator when testing • Ensure your tests have a statistically significant response • 90% confidence indicates a 10% chance the result is not significant; best to be at 95%+ • http://malwarwick.com/ response-significance- calculator/
- 49. Monthly Sustainer Revenue Growth Over Time $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 Dec-10 Jun-11 Dec-11 Jun-12 Dec-12 Jun-13 Dec-13 Jun-14 Dec-14 Jun-15
- 50. Take-aways for large programs • Spend as much time on retention and stop-loss as on recruitment • Ask monthly donors to upgrade • Integrate monthly asks across channels • Treat your monthly donors like you know them
- 51. Take-aways for small programs • Improve best practices throughout your fundraising • Create a dedicated monthly giving donation form • Ensure processes/staff resources are in place • Keep a long view
- 52. Questions?
- 53. Wendy Marinaccio Husman Jeanne Horne wendy@donordigital.com jhorne@strength.org (510) 473-0366 (202) 649-4341 www.donordigital.com www.nokidhungry.org @donordigital @nokidhungry @wendymarinaccio We’ll always have Austin, TX… …but you can call us anytime!